The Role of Scenography in The Advertising Scene in Enhancing the Brand

Document Type : Scientific Articles

Authors

1 Advertising Department -Facuty of Applied Arts - Helwan University - Egypt

2 Advertising Department -Faculty of Applied Arts- Helwan University-Egypt

3 Advertising Department - Faculty of Applied Arts - Helwan University - Egypt

Abstract

The audience is constantly exposed to a large number of advertisements competing to capture their attention and effectively deliver their advertising messages, So some brands find it difficult to remain memorable and impactful enough which affects their ability to influence them to convey their message, achieve the goal of the advertisement to enhance the brand, and transfer its mental image. Through this research, the researcher clarifies the role of scenography in the field of advertising, which acts as an effective tool to enhance communication with the brand. By utilizing the elements of scenography in the advertising scene, it creates convincing and visually effective environments and scenes that increase brand awareness and reinforce the advertising message on both visual and emotional levels. This achieves the desired impact on the audience, transforming the advertisement from a mere display of products or services into a persuasive narrative and a visual translation of the advertising idea and message content. It conveys the intended impression and ensures its retention in the audience's mind, thereby increasing their attachment to the product and enhancing the brand.

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